Tianya Moutai has raised its price for the first time in eight years. The stock price of Moutai has soared

China's Guizhou Moutai has raised the retail price of its flagship product, Fen Tian Moutai, for the first time in eight years. The price per bottle has increased by 40 yuan from 1,499 yuan (RMB) to 1,539 yuan. Boosted by this positive news, the stock price of Moutai Company rose by the largest amount in nearly two months on Tuesday (March 31st).

According to reports from 21st Century Business Herald, Bloomberg, China News Service, etc., the share price of Moutai Company rose by 4.2% in Hong Kong trading on Tuesday, marking the largest single-day increase since January 29th.

The day before, Guizhou Moutai announced on Monday (the 30th) that starting from March 31, 2026, the sales contract price of 500 ml 53-degree Fen Tian Moutai wine would be increased by 100 yuan from 1,169 yuan per bottle to 1,269 yuan; the retail price of the self-operated system would also be raised from 1,499 yuan per bottle to 1,539 yuan.

This is the second time that Moutai has raised the contract price for distributors since December 2023. It is also the first increase in the retail price of Moutai since January 2018, after an eight-year gap. The contract price for the distributor system has risen by approximately 8.55%, while the retail price for the self-operated system has increased by around 2.7%.

It is reported that this adjustment is another significant change in product prices made by Guizhou Moutai after it lowered the retail prices of several products such as premium Moutai, zodiac Moutai, and aged Moutai (15) in the self-operated system at the beginning of the year.

Due to weak demand and the severe crackdown on official and business drinking banquets by Beijing, this price increase is expected to boost Moutai's profit growth and alleviate the sales pressure of high-alcohol content liquor. This move also indicates that Moutai is striving to adjust its pricing system and expand its direct sales channels.

Goldman Sachs analysts such as Leaf Liu pointed out in the report that it is expected that the sales volume of Moutai will increase by 0.8% this year; the previous prediction was a decrease of 1%. The Goldman Sachs analysts also stated that by 2027, the growth rate of Moutai's sales volume may accelerate to 7%.

Morgan Stanley analysts stated that the wholesale price of Feitian Baijiu may rebound in the short term after the price increase, but the supply-demand relationship will remain the key factor.